Threads
Q&A with Lynda Gardener & JayJay
Every campaign has a story behind it.
For Threads, that story belongs as much to Lynda and JayJay as to the artisans who made the pieces. We asked them a few questions about the process, the looks, and the threads that tie it all together.
" One good statement piece can be worn in so many ways…"
thoughts on style, creativity, and what Threads means to them.
Lynda Gardener
Q: Three honest ways to wear one statement piece?
A: " One good statement piece can be worn in so many ways…..dress up with heels or dress down with leather boots/flat sandals….add more jewellery at night, less through the day….for me, I lean on the more is more side of things!!!! "
Q: How do you want people to feel in these pieces?
A: " Comfortable/ confident and different to everyone else "
Q: What is it about the artisans’ work that you feel is most important to highlight through this campaign?
A: " It’s only made in small amounts, it’s unique and hand made "
The News
Q: When you heard the samples were stolen, how did that moment shift the way you looked at the campaign?
A: from sheer shock and disbelief to being completely turning things around to the positive - from bad came so much good… Threads our new campaign now means so much more to us all… We are all part of a common thread, and community is everything.
" People do care and show it "
... we are so grateful for such an amazing community around us.
Lynda Gardener
it’s about sparking new stories
Q: What silver linings do you see from the support the community has shown since sharing the news?
A: People do care and show it,, private messages and continuously checking in……all wanting to help in some way….we are so grateful for such an amazing community around us.
Jay Jay
Q: When nobody is watching at home what do you wear?
A: "Whatever feels like a second skin — soft, slouchy cotton, flowy shapes. Lately I’ve been stealing Paul’s old T-shirts and wearing them with my beat-up cashmere wool pants. "
Q: A piece you reach for to feel confident.
A: " A loose linen dress, then I pile on scarves and chunky jewellery. "
Q: Your ‘rule’ you happily ignore?
A: " Sequins in the daytime. I’ll throw a sparkly dress under a vintage cashmere cardigan with old Blundstones and head out. "
Jay Jay
Q: Three honest ways to wear a statement piece?
A: 1. Let it shine on its own with just a belt or one simple necklace.
2. Go all out — bold shoes, big earrings.
3. Layer it down to earth — over jeans, with scarves, maybe flats.
Q: How do you want people to feel in these pieces?
A: " Confident, grounded, beautiful and like themselves — but with a little extra sparkle. "
Q: What silver lining do you see from the support the community has shown since sharing the news?
A: " That it was never just about clothes — it’s about people showing up for each other. That’s the real beauty. "
Be Part of the Thread
For us at Importante, Threads is not only about the looks created here - it’s about sparking new stories every time these pieces are worn, stocked, or shared.
We’re grateful to Lynda and JayJay for bringing their warmth and vision into this campaign, and we can’t wait to see how the thread continues with you.
Threads
See the Looks Come Alive
The words become stories, and the stories become looks.
Explore how Lynda and JayJay translated their answers into layered, lived-in style.
" You can feel the hands that made it — the hours, the love, the tradition. That energy lives in the piece."
Jay Jay
" dressing up for me is all day long! "
Lynda Gardener